A Case study on
- A most powerful ‘Nine’ letter word playing with ‘Nine’ top political parties and wants to take away ‘Nine’ districts, which is a big issue in a state of ‘Nine’ crore people.
Its Segmentation is Telangana people, Targeting is Youth and University students and positioning is as a Political Issue. Telangana is a region in Andhra Pradesh, in 1948, India put an end to the rule of the Nizam’s and a Hyderabad state was formed. In 1956, the Telangana part of Hyderabad was merged with then Andhra state (carved out of Madras Presidency in October, 1953). The remaining parts of the Nizam's empire merged with Karnataka and Maharashtra. Andhra Pradesh became the first linguistically carved state in the country after Gandhian revolutionary Potti Sreeramulu, on a hunger strike over the issue, died on December 16, 1952.
After this for many Years the state lived in a calm and peace way but the time came when they want to divide again, the first Telangana movement intensified in 1969. There was a distinct difference between Andhra and Telangana regions. Since Andhra was part of a colonial Madras Presidency, education levels and development of this region were better than in feudal Telangana. People from Telangana were against merger with Andhra state as they feared they would lose jobs to them. Cultural differences, too, remain. Under Nizam's, and before that, under the Qutb-Shahi rule, the culture and language in Telangana bore influences of north India. Emphases on festivals are also different.
Primarily a student-driven protest, it turned historical for the number of people who took part in it. Over 350 students were killed in police firing and lathi charge. Osmania University was the movement's hotbed. Congress leader Marri-Channa Reddy, who raised the 'Jai Telangana' slogan, diluted the movement by merging his Telangana Praja Samithi Party with Congress -- Indira Gandhi made him the chief minister after this. That's how the...
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